Brand Activation through Events + Client Entertainment in the 21st Century Event Sports Entertainment Conference

thinking outside the room

©TNOC | 2010 | Ruud Janssen | www.tnoc.ch

Thursday, 18 November 2010

@ruudwjanssen


1

event
community
building

graphic source: David Armano
adapted by Ruud Janssen



1
content

2
event
community
continuity building context
4

3
connectivity



How does
client
entertainment
grow
business?


focus on events

WORLDS ARE COLLIDING

FACE TO FACE DIGITAL
MEETINGS



MEETINGS

OPPORTUNITY

2010

macro-realities



the perfect storm of 2009



budget constraints



people are more
connected...and are
always on


and they are
more
mobile than
ever...



©TNOC | 2010 | Ruud Janssen | www.tnoc.ch Then there’s this thing...

RT @zappos: Airports closed due to
volcanic ash. London conference guy
says next big challenge isn't cloud
computing, it's cloud commuting.


Eyjafjallajokull


Stuck in London Sunday night?

attend TEDxVolcano

TEDxVolcano: Explosive, impromptu, livestreamed tonight!

source = http://www.ﬂickr.com/photos/tedconference/sets/72157623765155191/


What does all this
mean for you?



The good news…
…about being in the spotlight

©TNOC | 2010 | Ruud Janssen | www.tnoc.ch 13


From Hospitality...to Performance



Revenue and Jobs for
Communities

U.S. study concludes late 2010, France to follow
Source: Canadian Economic Impact Study


2009…
The challenge to
meetings Travel r
Budget estrict
ions
c ontrols Skepticism over
incentive travel
Carbon emissions
echnologies
Virtual t


2009…
The challenge to
meetings Travel r
Budget epanies
stricti
co U .S.
ntrols fSkepticism over ing c om ons
8 o
5% incentive travel
pen d
trave ls
cut
Carbon emissions
echnologies
Virtual t


2010…
Meetings
seen as an
essential
business
tool


The greatest opportunity for
attendance growth is...



...outside the room...



OMG!



1

event
community
building



1
content

event
community
building



1
content

event
community
building context



1
content

2
event
community
building context



1
content

2
event
community
building context

3


1
content

2
event
community
building context

3
connectivity


1
content

2
event
community
building context
4

3
connectivity


1
content

2
event
community
continuity building context
4

3
connectivity


Riveting talks by remarkable people,
free to the world



free to the world

Launched in 1984
Apply and pay to speak
Pay to watch live



free to the world

Launched in 1984
Apply and pay to speak
Pay to watch live
2006: Posted videos
2008: 100 million views
2009: 200 million views




MEETINGS

Source: Event Technology Shopping List 2010 Samuel Smith & Ruud Janssen


MEETINGS

OPPORTUNITY

OPPORTUNITY

Extend Meetings
Include More People
Improved Interaction
FACE TO FACE
DIGITAL
MEETINGS

Alternative Formats


EXTEND MEETINGS


EXTEND MEETINGS
LIVE
EVENT

SOCIAL
WEBINARS NETWORKS CASE STUDY SALES MEETING VIDEO

BLOGS WEBCASTS VIRTUAL THANK YOU PRESS WHITEPAPER
EVENTS EMAIL RELEASE


INCLUDE MORE PEOPLE


INCREASE INTERACTION


ALTERNATIVE FORMATS
TELEPRESENCE VIRTUAL WORLD

VIRTUAL


Meetings don’t just look like this
22
anymore...

What does
that mean
for YOU?



Thinking Outside the Room



Deploy Story-telling



mass collaboration &
co-creation

make connectivity easy &
accepted

Capture content on video



Basic video editing on-site



Engage virtual audience



Engage virtual audience
Engage live audience


Bandwidth



Bandwidth
Social media framework



Bandwidth
Set social media policies



Bandwidth
Set objectives and measure



Bandwidth
Set objectives and measure
Community connectors


“Don’t be trapped by dogma - that is, living
with the result of other people’s thinking.”


experience | network | learn | initiate | collaborate


measure results

www.TNOC.ch

@ruudwjanssen


www.tnoc.ch


Brand Activation through Events + Client Entertainment in the 21st Century Event Sports Entertainment Conference

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Brand Activation through Events + Client Entertainment in the 21st Century Event Sports Entertainment Conference